Marketing and Advertising

4 Ways To Differentiate With B2B Audience Messaging Segmentation

If you put yourself in the shoes of a customer as a listener instead of the messenger, you might find a noise you do not like.  Perhaps it is a loud constant humming sound.  Five competing companies sounding like a meditative chant.  Yet there is no escape as a listener.  In the shoes of a […]

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The State Of Buyer Personas 2014

Attempts to keep up with changing buying behaviors are very much like a car chase scene in an action packed movie.  Just as we are about to catch up with the buyer, new technology accelerates buyer progress.  Creating an ever present need to gain insight into newly forming behaviors on the part of buyers.  Otherwise,

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4 Initiatives Chief Marketing Officers Must Get Right In 2014

The pace of change is accelerating.  Last year, most Chief Marketing Officers faced the tasks of making significant changes to how marketing operates.  Soaking in one buzzword after another as they try to make sense of the changing world swirling around them.  While the whirlwind of change will continue, CMOs will begin to sharpen their

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Do Your Buyer Personas Look Like They Are From 1980?

It is downright scary.  Pressure is building to come out of the recession and light a fire undergrowth.  Marketers and sellers are responding impulsively.  How?  Slipping back into a time warp of the ‘80’s.  A world filled with focus on product centers, product marketing, selling features and benefits, and the buyer was a target –

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Are Buyer Perceptions What You Think They Are?

The business world is filled with proclamations.  Usually these proclamations have to do with how businesses describe themselves.  The word “leading” is often used.  You have seen many of them.  Companies often describe themselves as the “leading provider” of something.  Do buyers see them in the same way? Going To Market Going to market today

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How Can We Make Sure Our Buyer Persona Initiative is a Success? (5 Helpful Elements)

When it comes specifically to buyer personas, there have been plenty of questions about how to pull off a successful initiative.  This is one question I typically have been asked when engaged in conversations helping people with questions. It can be a painful question for those who have made attempts in the past only to

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How Well Do You Know Your Ideal Company Persona? (4 Ways You Can Know)

The concept of targeting companies has been around for a long time.  Opportunity pipelines usually consist of company names.  Sales automation typically has started out with creating a company account name.  Knowing which companies to target has been the lifeblood for B2B Sales for decades. This approach, however, is starting to become like trying to

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5 Actions Chief Marketing Officers and Chief Sales Officers Can Take to Bridge the Big Insight Gap

On the minds of most executive leaders for B2B organizations is two pressing objectives.  They involve two additions – increasing customer acquisition and increasing customer retention. From a customer lifecycle and buying cycle perspective, it means getting more in the front end and less leaking out the back end.  At the most basic level, it

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4 Reasons Why Content Marketing Should Care About Audience Development

Over the past year, questions about content marketing effectiveness are beginning to surface.  The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%.  Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This

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